Scientific Storytelling and Omnichannel Strategy in Modern Medical Affairs
January 8, 2026
In this episode of Pharma Sessions, host Jonathan Kaskey sits down with Matthew Krzywosz, Director of Scientific Communications & Content at Astellas, to explore how Medical Affairs teams can create differentiated scientific narratives, use omnichannel strategy to amplify impact, and help brands stand out in highly competitive markets.\
In this episode of Pharma Sessions, host Jonathan Kaskey sits down with Matthew Krzywosz, Director of Scientific Communications & Content at Astellas, to explore how Medical Affairs teams can create differentiated scientific narratives, use omnichannel strategy to amplify impact, and help brands stand out in highly competitive markets.
What You’ll Learn:
- How Medical Affairs teams can build differentiated scientific narratives in crowded markets
- Why simplification strengthens scientific credibility rather than diluting it
- How omnichannel strategy supports relevance, reach, and engagement with HCPs
- What an effective global-to-local medical content model looks like in practice
- How MSLs can move from data delivery to two-way scientific exchange
- Where personalization, analytics, and emerging technology fit into the future of Medical Affairs
Matthew Krzywosz is Director of Scientific Communications & Content at Astellas Pharma, where he leads global medical content and communication strategies across multiple therapeutic areas. He brings deep experience in scientific storytelling, omnichannel engagement, and global Medical Affairs strategy, with prior roles at AbbVie and ZS Associates. Matthew is recognized for translating complex clinical data into clear, differentiated narratives that support healthcare professionals and elevate scientific exchange.
Episode Highlights:
Episode Highlights:
- [00:00] Introduction
- [03:02] Finding a Path Into Medical Affairs
- [05:58] Why Differentiation Starts With Clarity
- [08:33] Global Narratives and Local Realities
- [11:48] Evolving the MSL Role Beyond Data Delivery
- [13:49] Preparing for Better Scientific Conversations
- [15:45] Personalizing Scientific Exchange in Practice
- [17:11] Capturing HCP Preferences and Insights
- [19:51] Omnichannel Strategy and the Limits of Personalization
- [21:52] Staying Organized and Agile as a Leader
- [24:12] Final Advice for Medical Affairs Professionals
Episode Resources:
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